SÃO PAULO, BRAZIL – “Who turned milk into cheese?”, “What if I ate dessert before dinner?”, “I wonder if RUFFLES with chocolate is good?”. At least once in a lifetime, everyone has had one of these “Random Thoughts,” and the market leader in potato chips in the country has transformed something so common in consumers’ daily lives into a concept to reinforce its positioning. Native to social media, the RUFFLES campaign monitors audience interactions in real-time. It was from a comment by influencer Larissa Gloor that the brand created a fun and whimsical way to take these random thoughts to the streets of São Paulo and Rio de Janeiro.
The campaign, created and developed by Bakery by Ampfy, has been generating genuine connection and humorous identification with the public over the last few months. Recently, it played with the limits of reality, drawing inspiration from the influencer’s comment to amplify the launch of RUFFLES Mexican Chili flavor, which hit the national market in July 2025.
According to Larissa, chili seeds resemble the shape of potato chips. Giving voice to yet another random thought, the brand hired an artisan to literally get his hands dirty: large clay chili peppers and 3D-printed potato chips were produced to simulate the seeds. The visual impact is striking: the surreal images look like artificial intelligence, but they are real items used for a photo shoot with artisan Hugo Miguel and photographer Nano Cunha, bringing a campaign born on social media to media spaces across the cities.
To reverberate the initiative, the pieces are circulating in OOH placements in São Paulo and Rio de Janeiro, where the influencer personally showcased the results of her random thoughts: surrealist and curious street clocks and billboards. The entire action also yielded entertaining social media content, showing that sometimes a random thought can even become a brand activation. The “photo shoot” was also featured in the first print edition of Capricho magazine since its official return to the physical format.
“For us, this is a natural evolution of the campaign, which was born from listening and connecting with our audience from moment zero. The ‘Random Thoughts’ campaign lives on spontaneity and digital culture. By exploring Larissa Gloor’s comment about the Mexican Chili flavor, we demonstrate how actively we are monitoring the engagement of our consumers and brand fans,” says Bruno Macário, Marketing Director at PepsiCo Brazil.
The “Random Thoughts” campaign celebrates spontaneity and argues that even the daily routine can have space for the unscheduled. Playing with thoughts like grabbing a sweet from the cake table before the “Happy Birthday” song or even pairing fries with ice cream, the brand continues to encourage people to allow themselves to live beyond the expected script.
The concept stems from the “Viva essa Onda” (Live this Wave) positioning, launched in 2023 in partnership with Ampfy, which aims to showcase the brand’s stance and invites the public to live a life outside the expected script. This concept proposes that RUFFLES inspires people to “live their own wave” through actions that generate reflection in a light and fun way.
This and other campaign actions are also available on the brand’s social media @ruffles.oficial.
Client: Pepsico do Brasil
Product: Ruffles
Campaign: Ruffles – Pimenta Mexicana
Agency: Ampfy
CEO: André Chueri
CCO: Andrea Siqueira and Fred Siqueira
Creative Director: Pedro Gouveia, Mayara Ribeiro
Copywriting: Julia Berto, Pedro Castello Branco Loureiro
Art Direction: Mariana Piagentini, Gabriel Fogaça Moreira
Content Lead: William Ribeiro
Content Creator: Lucas Bayo
CSO: Amanda Agostini and Gabriel Borges – GB
COO: Douglas Bocalão
Account Director: Gabriella Ramalho
Account Management: Nathalia Ferreira
Projects: Thaiz Zerbini
VP of Media: Sérgio Brotto
Executive Director of Media and Operations: Camila Costa
Media Director: Marina Ramalho
Media Operations: Thiago Mondoni and Patricia Costa
RTV Production: Felipe Hohagen
Client Approval: Cecília Dias, Bruno Macario, Caroline Levy, Sara Nascimento, Giovanna Miranda, Renata Petrecca, Ana Laura Ribeiro
Production Company: Casa Locomotiva Estúdio
Director: Evandro Malgueiro
Executive Production: Flávia Passos
Production Assistant: Gabriela Correa
Photographer: Nano Cunha
Photography Producer: Nathalia Vernareccia
Photography Assistant: Guilherme Henning
Logger: Lucas Cunha
Making of: Gabriel Barboza
Mockup Artist: Hugo Miguel
3D Mockup Graphic Design: Higor Oliveira da Silva
Mockup Production Assistant: Matheus Meula Salvador Dias
